IDEA:
The world is divided over how to eat Kraft Dinner, with 43% choosing spoons over forks. But for over 50 years KD had only ever showed it being served with a fork. So we launched Spoon KD, a brand new product just for spoon eaters by making one small change, swapping the fork on the box with a spoon. We issued a nationwide apology for not representing spoon eaters with a newspaper ad and an OOH campaign. 5.7 million boxes of Spoon KD were sold in stores across the country. And while we may have reignited a national debate, all Canadians finally had a KD for their preferred utensil.

RECOGNITIONS:
Communication Arts - Integrated Campaigns
Applied Arts Advertising - Promotional Collateral
Applied Arts Advertising - Engagement Campaign
Applied Arts Advertising - Entire Advertising Campaign
ADCC - Creative Effectiveness - Bronze

PRESS:
Global News, The Globe and Mail, The Sun, iHeart Radio, Little Black Book, The Drum Ad of the Day, AdWeek, The Message, Strategy, Canadian Grocer.

TEAM:
Global CCO: Aaron Starkman
Global CSO: Sean McDonald
CCO: Mike Dubrick
Executive Creative Director: Xavier Blais
Creative Director: Caroline Friesen, Robbie Percy
Associate Creative Director: Karine Doucet
Writer: Charles Coté
Strategist: Julian Morgan, Jayne Stymiest
Producers: Narissa Ward, Annick d’Auteuil
Post Supervisors: Shannon Ing, R & D Post
Digital and Print Producer: Jenna Fullerton
Account Services: Adam Ball, Jamie Sutherland, Allie Kennedy, Catherine Blouin-Mainville, Katherine Ly, Ashlynn Labinaz
Director: Amélie Hardy
Cinematographer: Christophe Fortin
Production Companies: Les Enfants
Head of Production/Producer: Visant Le Guennec
Photographer/Retoucher: Todd Bennett
Editor: Nick Greaves
Online / VFX / Motion Graphics: Darling VFX
Colour: R+D Post, Adam Kemp
Audio: Vapor Music